Facebook mobile now has threaded replies on comments

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Facebook recently made it easier to keep track of a conversation on the mobile app. Inside Facebook discovered recently that threaded replies have made their way to the mobile app.

This has been a popular feature on mobile, as it’s an easy way to respond to another person instead of having all comments listed chronologically, as was the default for the past on the mobile app.

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Facebook testing Trending on iOS app search page

mobiletrendingFacebook has been tinkering with search on mobile, testing variations similar to Graph Search, currently available on desktop.

But it appears that the Trending module has found another home on mobile.

Facebook is testing the Trending topic list on the iOS search page, as discovered by Inside Facebook reader Kristy Stevenson, Manager of Social Content & Community Development at Rockfish Interactive.

When an iPhone user goes to search for a page or a friend, below a list of recent searches is a list of trending topics currently popular on Facebook.

Facebook confirmed to Inside Facebook that it’s a test among certain mobile users, not a feature:

We’re testing improvements to search on mobile.

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Facebook’s Audience Network: Now available worldwide

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Facebook’s Audience Network, announced first at f8, is now available to more marketers worldwide. The company has opened up its advertising network that allows brands to utilize Facebook data to target consumers outside of the social network.

Facebook announced the global rollout in a blog post:

In addition to making the Audience Network more widely available, we’re also expanding the types of ads it displays. Along with app install and app engagement ads, the Audience Network now supports link ads, meaning any advertiser can use the network to drive traffic to its mobile website.

Businesses are already seeing strong results with the Audience Network. Relative to other Facebook campaigns, Walgreens increased its reach by 5% and improved its click-through rate by 4-5X during tests with the Audience Network.

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Facebook launches mobile Like button

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Facebook first previewed a mobile Like button at its f8 conference in April, but the company announced today that it is rolling the feature out for anyone. Now app developers can use the Like button to get people to easily become a fan of the page.

Facebook Software Engineer Todd Krabach noted in a blog post that the Like and Share buttons are seen across nearly 10 million websites monthly:

Today, we are excited to make the Like Button available to all Android and iOS mobile app developers. People using a mobile app can directly Like the app’s Facebook Page, or any Open Graph object within the app, and share on Facebook. The mobile Like Button works seamlessly with the Facebook account the person is logged into on their device, allowing people to Like any piece of content, while in your native app.

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Facebook announces the new Atlas: a cross-platform ad network

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As rumored, Facebook will announce today the relaunch of Atlas at Advertising Week in New York City.

Atlas focuses on people-based marketing, getting away from cookies and enabling true cross-device advertising. Erik Johnson, the head of Atlas, announced the relaunch in a blog post:

Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales.

Atlas has been rebuilt on an entirely new code base, with a user interface designed for today’s busy media planners and traffickers. Targeting and measurement capabilities are built-in, and cross-device marketing is easy with new ways of evaluating media performance centered on people for reporting and measurement. This valuable data can lead to better optimization decisions to make your media budget even more effective.

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Infographic: Adoption of Facebook Messenger growing worldwide

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Despite widespread panic over privacy concerns, a new infographic from GlobalWebIndex shows that the adoption of Facebook Messenger continues to grow in many countries. This may be somewhat unsurprising, given that Facebook has unbundled messaging from the main app and pushed that feature into its Messenger app.

GlobalWebIndex notes that Facebook Messenger is now the world’s second-most-popular messaging app, behind another Facebook entity — WhatsApp. In the U.K., the percentage of mobile users with Facebook Messenger rose from 27 percent at the end of 2013 to 40 percent midway through 2014.

Here’s a look at Facebook Messenger’s top markets internationally, ranked by the share of mobile audience.

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Q&A with Facebook Advertising Research Manager Rob Creekmore

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Recently at the Kenshoo K8 Summit in Sausalito, Calif. (just north of San Francisco), Facebook’s Advertising Research Manager of Marketing Science, Rob Creekmore, talked to attendees about the ways brands are using intent-driven search data in concert with Facebook’s advertising offerings.

Creekmore cited studies during his presentation, such as the finding in a June Kenshoo study that there was a 19 percent lift in paid search conversions when partnered with Facebook ad spend. Another study noted that partnering Facebook ads with paid search media leads to a 30 percent higher return on ad spend. There’s a growing harmony between search and Facebook, and Creekmore took the time to talk about this evolving relationship with Inside Facebook.

Inside Facebook: What are some of the most exciting ways search and Facebook are coming together?

Rob Creekmore: I think we’ve seen some of it in the research we’ve presented today. It’s an opportunity to understand consumer behavior on a deeper level and how consumers are crossing channels and crossing devices seamlessly. The research that we’ve done to date has focused on the cross-channel aspect, particularly on how Facebook makes search work harder. Kenshoo has more recently come out with an amazing product that uses search intent data — the IDA (Intent-Driven Audiences) product — to make Facebook work harder. So I think there’s more opportunity to do more research there.

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Facebook tests disappearing post feature on iOS

ScheduleFB-220x259Ever wish that embarrassing Facebook post you made would just disappear? Soon, you might be able to do that, as Facebook is trying to bring the Snapchat-like timebomb messaging aspect into the News Feed.

According to The Next Web, Facebook is testing a “disappearing post” feature with select iOS app users that allows them to post something and then choose a time when that post will expire.

Users can pick 1 hour, 3 hours, 6 hours, 12 hours, 24 hours, 2 days or 7 days.

Facebook confirmed this test in a statement:

We’re running a small pilot of a feature on Facebook for iOS that lets people schedule deletion of their posts in advance.

The Next Web notes that even though the post may be deleted from a user’s timeline, it can take up to 90 days to completely disappear from Facebook’s servers.

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Facebook vs. Google: the battle for deep linking supremacy

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Facebook and Google are in an arms race, but this time not over active user counts. Both tech giants are making big moves in the deep linking world, allowing users to go straight from one app to another. For instance, when a user clicks on an ad from Hotels.com within their Facebook News Feed, they’re led into the Hotels.com app (if they’ve got it installed) instead of a mobile browser. This process is done through a platform Facebook announced earlier this year at f8, App Links.

For Facebook, this makes mobile advertising much more valuable, as app developers don’t have to worry about a sub-standard experience when a person is led to the mobile browser site. For Google, it’s a way to evolve to meet the growing demand on mobile and bring Android to the forefront.

URX, a deep linking search engine for developers, supports both Facebook’s App Links and Google’s deep linking. URX has been one of the early and major players in the deep linking community and recently announced that it is building the first mobile app search API. We talked with URX Head of Marketing Mike Fyall to learn how Facebook and Google are competing within this space.

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Are mobile users moving away from sharing content via Facebook?

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A new report by Facebook Strategic Preferred Marketing Developer Adobe shows that people may be moving away from Facebook’s public content sharing methods in favor of more private methods, such as messaging.

Adobe’s latest Mobile Benchmark Report shows that, among digital magazine publishers, Facebook sharing on mobile is down 42.6 percent year over year, while sharing via iMessage has risen 259 percent. Sharing through Pinterest rose 131 percent in that time period.

Tamara Gaffney, Principal Analyst for Adobe Digital Index, talked with Inside Facebook about how people seem to be preferring more private methods of sharing via mobile than Facebook:

Facebook, to a certain degree, is a victim of its own success. We have so many friends from all walks of life in it. The fact that all of the interactions going on between mobile devices and Facebook are having problems with getting smaller sets out this big thing that Facebook has become is likely to create a dampening on the amount of sharing. If you’re a media company, that’s a problem. All that sharing is how you get traffic. You want sharing to happen on Facebook because Facebook is broader and you’re more likely to get more people clicking through an article.

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